Deutsche Bank taps Ruder Finn

NEW YORK: In the midst of implementing an ambitious e-commerce strategy, banking monolith Deutsche Bank has reportedly tapped Ruder Finn for PR support.

NEW YORK: In the midst of implementing an ambitious e-commerce strategy, banking monolith Deutsche Bank has reportedly tapped Ruder Finn for PR support.

NEW YORK: In the midst of implementing an ambitious e-commerce

strategy, banking monolith Deutsche Bank has reportedly tapped Ruder

Finn for PR support.



Though execs from both parties declined to confirm the rumor, a source

close to the talks said the PR program is tied to the Global E-strategy

the bank unveiled in February, which includes technology infrastructure

improvements as well as the nurturing of a dollars 150 million fund for

acquiring independent Internet companies. It remains unclear what

percentage of the program’s PR has been handed to Ruder Finn.



Deutsche Bank has yet to formally ink the deal, but the source said the

bank named its internal leader for the campaign late last month.



While spokesman John Murchinson said that the bank handles all corporate

PR internally, this will not be the first time Deutsche Bank has turned

to an agency for PR assistance outside of Germany. The bank handed

Edelman a dollars 2 million contract last year to implement a

communications strategy in the wake of its dollars 9 billion acquisition

of Bankers Trust.



’Edelman was not the bank’s agency of record, worked on a specific

project basis and no longer has a role with Deutsche Bank,’ said a

source close to Edelman. ’The firm provided support to three of the

bank’s huge business lines that have operations in the US. The other

two, the real estate arm and the branch banking businesses, both in

Germany, were not involved.’



Deutsche Bank is divided into five business units: global corporates and

institutions; global technology and services; asset management;

corporates and real estate; and private and retail banking.



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